MELLER brand

How this digital brand peaked their customers’ interest with customer content

Meller integrated User Generated Content (UGC) into their Instagram Stories ads, and ran an A/B test to compare if ads showing UGC have better results than ads with branded content.

Numbers

Ads with images generated by users resulted in a cost per click

13.9% 

less than the cost per click of ads with brand images.

The Story

Meller is a digital watch and sunglasses brand that is focused on engaging customers online. As ads are one of their main acquisition channels, we asked Meller to participate in a User Generated Content in ads challenge – and we can’t wait to share the findings with you.

The Challenge

With ads as an important component of their acquisition strategy, we challenged Meller to compare how their ads perform using professional content, or imagery created by the brand itself, versus content created by their customers.

Using Instagram stories, Meller conducted an AB test with the goal of getting users to click through to a landing page. This would give us an accurate test to see if users were more attracted by professional content or User Generated Content.

The Solution

In all markets, User Generated Content was the winner with the lowest cost per landing page view in each test.

Since Meller focuses a lot of their attention and investment in their social ads, we can feel confident that this result is an accurate representation of how social ads work today. When customers see an ad featuring another user on social media, the social proof that comes with customer content peaks their interest and inspires them to click through.

“Thanks to the UGC that our community shares, we are able to rotate our ads more frequently and have a larger impact on people with a fresh and familiar brand image.”

-Bosco García Puig, Head of Digital at Meller

Instagram Stories’ Ads Featuring UGC

The Instagram Ads Experience With UGC

We asked the Meller team about their experience integrating visual UGC into their Instagram ads. Here’s what they said:

“Thanks to the higher interaction rate that we see on Instagram Stories’ ads with UGC, we have been able to reach more people and increase brand awareness, visits and the conversions in our ‘Summer 2018’ Campaign.”

-Bosco García Puig, Head of Digital at Meller

The Results

On average, ads with images generated by users resulted in a cost per click of 13.9% less than the cost per click of ads with brand images.

Ads with images generated by users resulted in a cost per click

13.9% 

less than the cost per click of ads with brand images.

Interested to see how Photoslurp can get you results like these?